Ask originally launched with a smart pricing mechanism. They use performance based pricing. They define base line metrics and then optimize to reach those numbers. They use max billable CPC caps and they also remove referrals that lower their models.

Click Fraud Red Flags:
- High density of clicks from a single traffic source to a small number of keywords
- Large variance between eCPC on ASL vs other tier 1 networks
- Sporadic traffic spikes
- Large volume of clicks with no traffic source

Dynamic Ad Delivery
- Without pacing rules an advertiser could spend their budget on a single publisher
- To ensure advertisers get even distrubtion throughout the day, we've implemented pacing rules to ensure...

Invalid Clicks
- Partnerships to work on standards
- Innovation in tools and reporting
- Testing the algorithms and black ops exercise
- Technology with real time filtering and offline filtering process
- Click investigation with dedicated support team

What are click quality reports?
- Click quality reports are a new reporting capability in adcenter to see low quality clicks

Low quality vs standard quality, what is the difference?
- Standard quality is traffic they charge you for, the low quality is the traffic they dont charge you for
- Low quality includes unclear commercial intent, unusual patterns of behavior, and origin of source

He shows some screen caps of reports

He recommends you go to the adcenter blog, the support page and contact them via phone

- Overall the vast majority of clicks are valid clicks.
- Less than 10% are being proactively marked as invalid (no action required from advertisers)
- 0.02% of clicks are invalid at the investigation or reactive stage

Detection Methods:
(1) Simple rules such as multiple clicks from same IP
(2) Statistical anomaly detection such as compare observed behavior and so on.

Features:
- Smart Pricing
- Reporting with Auto Tagging and Invalid Click Reports
- Control with site targeting, site exclusions and ip exclusion

Smart Pricing:
- Launched in 2005
- Not related to invalid click detection systems
- Maintains a predictive model of click efficiency
- Provides strategic discounts to advertisers for clicks prediction to be less likely to result in conversions
- Results lead to track effectiveness based on conversion data and ROI

- Google marks hundreds of millions of dollars per year as invalid
- Reactively detected invalid clicks are less than 0.02%
- Don't rely on averages or industry estimates

Q&A
Shuman says the difference between Click Forensics and Google's numbers are like comparing Apples to Oranges. But then Click Forensics disagrees with Google. Click Forensics is saying the 0.02% number from Google is really what? So now we know Click Forensics is not discounting clicks that Google is discounting automatically, because Click Forensics doesn't trust Google.